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ONELIFE #36 – Brazilian

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Land Rover’s Onelife magazine showcases stories from around the world that celebrate inner strength and the drive to go Above and Beyond. This special issue of Onelife marks Land Rover’s 70th anniversary – a celebration of unparalleled achievement and pioneering innovation. We bring you the incredible story of how we reunited an original 1948 car with its former owners, as well as looking back at Land Rover vehicles’ most intrepid expeditions around the globe.

ENSAIO S O M O S O Q U E

ENSAIO S O M O S O Q U E C E L E B R A M O S Todos nós celebramos mas como e por quê? No momento em que a Land Rover celebra 70 anos de realizações revolucionárias, analisamos como nossas celebrações dizem muito sobre nossa vida, nossas comunidades, nossas religiões e até nossos países. TEXTO A M I T A I E T Z I O N I ILUSTRAÇÃO A D R I A N & G I D I Percorrendo-se o calendário, parece que todo dia que passa assinala uma festividade ou celebração diferente. Das particulares aniversários de casamento ou de nascimento de pessoas queridas, o ano em que deixamos de fumar às públicas, as diversas datas comemorativas e as maneiras pelas quais as celebramos dizem muito sobre nossa vida pessoal, nossas comunidades, nossas crenças religiosas e até mesmo nosso país. Nos Estados Unidos, o céu é iluminado por fogos de artifício em 4 de julho para celebrar a independência; na Índia, os devotos hindus assinalam o início da primavera dançando, cantando, comendo e besuntando uns aos outros com cores; os alemães celebram o casamento do Príncipe Ludwig (e a cerveja) na Oktoberfest anual; e muitos países até celebram o Halloween vestindo fantasias. Os sociólogos veem as festividades como ocasiões nas quais as pessoas voltam a se dedicar aos valores que consideram importantes, seja ajudando uma instituição beneficente no Natal, seja dizendo (de novo) que irão à academia com mais frequência no ano novo. Para celebrar a vida do Buda, o festival Vesak envolve cerimônias com velas, rituais em templos, doações filantrópicas e um clima geral de austeridade tudo para lembrar os budistas de levarem uma vida de nobreza e moderação, conforme orienta o darma. Como nosso mundo tem ficado cada vez mais conectado e globalizado, a lista de festividades que todos parecemos celebrar vem aumentando. Em virtude da migração e das fronteiras abertas, as divisas entre comunidades, religiões e tradições estão se sobrepondo cada vez mais e, hoje, pessoas que vivem no Oriente Médio ou na Inglaterra são igualmente propensas a celebrarem o Eid ou o Natal ou mesmo os dois. Cada circulação de pessoas incrementa a lista de festividades que todos celebramos. Nos Estados Unidos, uma festividade mexicana, Cinco de Mayo, foi adotada de coração pela massa como mais um dia a celebrar. Os modos de cada sociedade lidar com a diversidade de festividades nos dão uma boa ideia de como elas abordam o tratamento de imigrantes e minorias. Essa é só uma das maneiras pelas quais as celebrações nacionais de todos os tipos nos levam, para o bem ou para o mal, a ver quem somos. Em última análise, há mais a nos unir do que a nos dividir. Quer passemos um feriado num local de culto religioso, quer passemos uma tarde num shopping center, há um aspecto que une todas as festividades: o espírito comunitário. Por fim, as celebrações são usadas para assinalar conquistas importantes. Os aniversários nos lembram da passagem do tempo e nos permitem refletir sobre até onde já viajamos. Essas são ocasiões em que olhamos para trás e também para frente, direcionando o olhar para aquilo que aprendemos, ao mesmo tempo em que vislumbramos um futuro empolgante. Celebrar, independentemente do que, quando e onde, possibilita nos reunirmos com pessoas de mentalidade semelhante para compartilharmos o momento. E se tivermos muita sorte pode até ter bolo. AMITAI ETZIONI é professor da Universidade George Washington. We Are What We Celebrate (Amitai Etzioni e Jared Bloom, editores), publicado pela New York University Press. 90

CASTROL EDGE PROFESSIONAL JOINT ADVENTURE CO-ENGINEERED WITH LAND ROVER 16 years ago, two major players in automotive set out on an adventure to develop a range of engine oils, that live up to Land Rover’s legendary off-road capabilities. Boosted with TITANIUM FST, Castrol EDGE Professional is designed to optimise fuel efficiency, response time and protect your engine even under the most challenging conditions. Our partnership with Castrol has never been stronger. So the joint adventure continues … Castrol EDGE Professional is available from your local Land Rover Retailer

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